Brand and retail design consultancy Green Room won this year’s 2020 Campaign Tech Award by showcasing their partnership with Puma. The award was for Best Use of Experiential Tech in the design, development and building of the brand’s industry-first, multi-sensory, immersive digital Skill Cube experience created for the opening of Puma’s 5th Avenue, NYC flagship store.
Inside the Skill Cube, customers are invited to actively participate in a 1-2-1, personalized training session with their sporting idol. Immersed in a multi-sensory environment incorporating 270° floor-to-ceiling LCD content screens, graphic projection, motion sensors, dynamic lighting, and surround-sound, customers are able to experience Puma footwear benefits under simulated, authentic trial conditions.
The Teamsport experience transports customers to a CGI replica of an atmospheric San Siro Stadium, reconstructed to a level of detail and adaptability, where Lukaku and Griezmann coach visitors through a series of eye-to-eye trials before scoring them on their performance. Meanwhile, the Training experience transports participants into ‘The Gym’ to train with Lewis Hamilton, where they are taken through three training drills: ladder, jab and jump, developing their skills to be forever faster.
Green Room’s chief creative officer, Mike Roberts said: “We are absolutely thrilled to have won, amongst such an impressive array of international projects and brands. We’re very proud to have created such a fantastic sensory experience and to be on this exciting journey into the future retail and brand engagement with Puma.”
The Campaign Tech Awards exist to champion collaboration between brands and both the creative and technology communities and celebrate the outstanding work that this collaboration can often bring about. These awards reward the disrupters and pioneers with the creative tech world, who are genuinely reshaping the industry. This year’s winners were announced on June 24 and 25 via a live online ceremony.
Photo courtesy Green Room/Puma